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TMC Audio Archive

Patrick O'Doherty, Product Line Director, ADI
Title: Developing Emerging Markets for New Technology
With: Patrick O'Doherty, Product Line Director, ADI
Subject: How an integrated circuits business team discovered the source of customer value and created barriers to competition in developing world markets. Chris Halliwell, TMC Director, interviews a senior manager whose team produced the fastest growing business unit in company history. The team delivered a whole product solution that completely addressed emerging market system design challenges and environmental complexities. Management and the local in-country support team helped company engineers get into the customer's shoes so that they could create a product that excelled in ease of use and cost effectiveness.